CRIMINAL REVIEWS

ClientPIPER VERLAG
Category A09. Promotional Content for Publishers and Networks
TitleCRIMINAL REVIEWS
Product/ServiceBOOK RELEASE
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Media Placement MEDIAPLUS Munich, GERMANY
Production NHB VIDEO Hamburg, GERMANY
Production 2 2WEI MUSIC Hamburg, GERMANY
Additional Company PLAN.NET Munich, GERMANY
Credits
Name Company Position
Alex Schill SERVICEPLAN GERMANY Global Chief Creative Officer
Leif Johannsen SERVICEPLAN GERMANY Managing Director Art
Patrick Matthiensen SERVICEPLAN GERMANY Managing Director Text
Lars Holling SERVICEPLAN GERMANY Managing Director Account
Soen Becker SERVICEPLAN GERMANY Creative Director Art
Eduard Hoerner SERVICEPLAN GERMANY Creative Director Text
Sarah Mosbacher SERVICEPLAN GERMANY Art Director
David Zicca SERVICEPLAN GERMANY Copywriter
Henrik Claus SERVICEPLAN GERMANY Copywriter
Nico Lohmann SERVICEPLAN GERMANY Account Management
Ann-Kathrin Frohloff SERVICEPLAN GERMANY Account Management
Christoph Köhler nhb video Producer
Marc Hartmann Freelance Director
Jakob Suess Freelance DoP / Photographer
Phil Petry Freelance Assistant DoP
Thomas Keller Freelance Sound Engineer
Felix Plueddemann Freelance Lighting
Simon Heeger 2wei Music Production

Why is this work relevant for Entertainment?

When publishers want to promote a new book, they need the help of critics. But those reviews tell people only about typical literary treatments and not if the story itself is reliable or not. Therefore, it would need a new kind of reviews.

Background

Regarding to the book market, it is mostly on book critics to decide on the success of a book. But are they really the right people to evaluate a book? PIPER one of Germanys largest book publishers found an answer.

Describe the creative idea

Criminal Reviews. The first book description of a crime novel that is reviewed by a real criminal.

Describe the strategy

We asked an ex-criminal and convicted murderer to review the murder case of a crime novel, in order to create a completely new kind and perspective of book reviews.

Describe the execution

Henry-Oliver Jakobs, a convicted murderer who spent 19 years in prison, was asked to review the new book of Jørn Lier Horst (“Wisting und der Tag der Vermissten”) and its core story of a murder case with all its facets. The review was published by PIPER on their website, social media accounts and spread through the classic and digital book trade.

Describe the outcome

Within just 7 days after the initiative, the book became a SPIEGEL bestseller – Germanys most popular ranking for books. With Criminal Reviews, PIPER reinvented the way of reviewing books by giving readers the most realistic evaluation of a crime novel they could ever get.